CO AC H T R AV E L
X SAMSONITE
CONTENTS: 2. EXECUTIVE SUMMARY
1. COMPANY OVERVIEW
3. MARKET ANALYSIS
4. TARGET MARKET
5. COMPETITION
6. DESIGN
8. COSTING
7. SPECS
10. SUMMARY
9. MARKETING PLAN
COACH: Coach was founded in 1941 in the middle of the most vibrant, modern and progressive part of New York City, Manhattan. Starting humbly with only six leather workers in a small loft, Coach has transformed itself over the last 75 years into an international leader of premier lifestyle products. Keeping this as inspiration, Coach still designs with an original American attitude that emphasis style, heritage, integrity, durability, functionality and quality. Product offerings include women’s and men’s bags, small leather goods, business cases, footwear, outerwear, watches, weekend and travel accessories, scarves, sun wear, fragrance, jewelry and more; continued development into new product categories ongoing. As an alternative to traditional luxury, Coach today aims to define “modern luxury.” This means aspiring to make “luxury more meaningful, liberating, inviting, and approachable for those who desire more than status.” (coach.com) Coach is currently in the process of transforming into a global lifestyle brand, “anchored in accessories, presenting a clear and compelling expression of the Coach woman and man across all product categories, store environments and brand imagery. In addition, Coach is taking the innovative to raise brand awareness and build market share where Coach is under-penetrated, most notably in Asia and Europe. In oreder to do so Coach has made many recent changes including it’s leadership. Current executive creative director as of 2013 is Stuart Vevers. He is recognized as one of the worlds leading accessories designers and has held previous positions at Calvin Klein, Mulberry, Loewe, and Bottega Ventta. In 2006, Vevers won the British Fashion Council’s Accessory Designer of the Year award. At Coach, Vevers has decided to take a broadened creative approach having input in all visual communications including design, store presentation and advertising. In an attempt to expand the brand, Vevers debuted the first Coach clothing collection in fall 2014. Meet with exceptional reviews, it was a signal of the success that Vevers and this new direction is taking the Coach name.
... “TO BECOME THE COMPANY THAT DEFINES GLOBAL MODERN LUXURY”...
SAMSONITE: ...“CRAFTSMANSHIP, HERITAGE, AND INNOVATIVE DESIGN”...
Samsonite is the worldwide leader in superior travel bags, luggage and accessories, combining notable style with the latest design, technology and the utmost attention to quality and durability. In 1910 Jesse Shwayder opened a small luggage factory in Denver Colorado, manufacturing suitcases with a small team of only 10. When founded, travel was reserved for only an exclusive few, those who had the means to see the world. Given this exclusivity, travel was a high quality experience from the transportation, to the attention to service, to even the accessories used to carry one’s belongings. As one of the first brands in travel, Samsonite became well known for its craftsmanship, heritage, and innovative design. Still to this day they carry on this tradition. Many companies today use Samsonite as partners to develop their own travel lines because of these qualities. Previous collaborations by Samsonite have included Thom Browne, Alexander McQueen, Viktor & Rolf, Y-3, Disney, and Swarovski. All proving highly sucsesfull in the consumer market place. Samsonite currently distributes.... Extension brands include....
CABIN BAG:
Small enough to fit in most overhead compartments as a carry on bag. Features a two level telescopic handle, two exterior sip pockets, and hidden wheels to make overhead storage easier and compact. DIMENSIONS: 0 X 0 X 0
Turn Lock Zipper Pull Detail
Signature Coach Hangtag
Subtle Coach Logo Embossing
Bound Edge Renforcement
Hidden Undertuck No Snag Wheels
MEDIUM BAG: Small enough to fit in most overhead compartments as a carry on bag. Features a two level telescopic handle, two exterior sip pockets, and hidden wheels to make overhead storage easier and compact. DIMENSIONS: 0 X 0 X 0
Turn Lock Zipper Pull Detail
Signature Coach Hangtag
Subtle Coach Logo Embossing
Bound Edge Renforcement
Hidden Undertuck No Snag Wheels
LARGE BAG: Small enough to fit under a seat as a carry on bag. Features an illuminated interior —courtesy of discreet LED lights that activate when the bag is opened— as well as a back gusset to fit over all rolling bag handles in the collection. DIMENSIONS: 0 X 0 X 0
Turn Lock Zipper Pull Detail
Signature Coach Hangtag
Subtle Coach Logo Embossing
Bound Edge Renforcement
Light Up Interior LED Strip
TRAVEL BAG: Small enough to fit under a seat as a carry on bag. Features an illuminated interior —courtesy of discreet LED lights that activate when the bag is opened— as well as a back gusset to fit over all rolling bag handles in the collection. DIMENSIONS: 0 X 0 X 0
Turn Lock Zipper Pull Detail
Signature Coach Hangtag
Subtle Coach Logo Embossing
Bound Edge Renforcement
Light Up Interior LED Strip